February 07, 2011

In part one of my conversation with Omelet co-founder Steven Amato, we learned about a new mobile "micro-series" his team is developing for Post Cereal, and a feature film project for Harley Davidson.

Omelet, of course, has been a leader in branded entertainment for some time, having spearheaded initiatives like the online serial "Brainstorm," which spoofs the world of advertising, for Altoids and Fox.

In part two of our conversation - a follow-up to a source interview for the new book THE ON-DEMAND BRAND - we talk about how location and augmented reality are shaping the emerging world of social branded entertainment experiences.